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Baileys beats Guinness for our favourite Irish beverage

Source: Roy Morgan Single Source (Australia), January – December 2015 (n=10,252).

Legend has it that over 13 million glasses of Guinness are consumed around the world on St Patrick’s Day. But according to the latest findings from Roy Morgan Research, the Irish beverage that’s top of the drops among Australian adults is not the ebony nectar but Bailey’s Irish Cream.

In 2015, 527,000 Australians 18+ drank Baileys Irish Cream at least once in an average four weeks, putting it well ahead of Guinness (237,000 people) and the country’s world-famous whiskey, Jameson (186,000 people).

Australian drinkers and Irish beverages

irish-beverages-popularity

Source: Roy Morgan Single Source (Australia), January – December 2015 (n=10,252).

Baileys is especially popular in Western Australia where nearly one in every 20 alcohol drinkers (4.9%) consumes it at least once in an average four weeks, a fraction ahead of New South Wales (4.5%). Tasmania has the country’s lowest Baileys consumption incidence (2.6%).

While Guinness, Kilkenny, Jameson and even Magners cider are more popular among men than women, the opposite is true for Baileys Irish Cream. Women are far more likely than men to drink Baileys, with 5.2% consuming it at least once in an average four weeks, compared with 3.2% of men.

Andrew Price, General Manager – Consumer Products, Roy Morgan Research, says:

“While St Patrick’s Day is traditionally associated with drinking Guinness, our data tells us that the black stuff comes a distant second to Bailey’s Irish Cream as Australia’s most popular Irish alcoholic beverage. In fact, while the number of Aussie adults who consume Guinness has declined by about 60,000 people per four-week period over the last decade, Bailey’s has gained an additional 90,000 drinkers per four weeks. 

“Bailey’s popularity is due particularly to women drinking it, peaking among the 18-24 age bracket (7.3% of whom drink it in an average four weeks). But whereas there has been little change in consumption incidence among this group in the past 10 years, Bailey’s has made incremental inroads with the 50-plus bracket (both men and women). 

“Interestingly, WA leads the country in both Bailey’s and Guinness consumption, which may have something to do with the fact that a higher proportion of WA residents aged 18+ are Irish-born than any other Australian state…”




About Roy Morgan

Roy Morgan is the largest independent Australian research company, with offices throughout Australia, as well as in Indonesia, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan has over 70 years’ experience in collecting objective, independent information on consumers.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate

40%-60%

25% or 75%

10% or 90%

5% or 95%

1,000

±3.0

±2.7

±1.9

±1.3

5,000

±1.4

±1.2

±0.8

±0.6

7,500

±1.1

±1.0

±0.7

±0.5

10,000

±1.0

±0.9

±0.6

±0.4

20,000

±0.7

±0.6

±0.4

±0.3

50,000

±0.4

±0.4

±0.3

±0.2